Virtual fitting rooms can be a double-edged sword

For their first study, the researchers compared customer purchase data four weeks before and four weeks after an online women’s apparel store in China launched VFR for some of its products. The software allowed customers to create an avatar (like the one featured here) by uploading their body measurements and full-face photos. Credit: Journal of Marketing Research (2023). DOI: 10.1177/00222437231154871

Driven by online shopping, a growing number of retailers have launched virtual fitting…

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News Source: techxplore.com